As Google continues to refine and revise its search algorithm to better serve its user base, the way results are delivered may begin to impact how search rankings are currently recorded, valued and acted upon. Google’s algorithm was recently updated to create more-customized, personalized search results based on a person’s search history. According to Google:

"Previously, we only offered Personalized Search for signed-in users, and only when they had Web History enabled on their Google Accounts. What we're doing today is expanding Personalized Search so that we can provide it to signed-out users as well. This addition enables us to customize search results for you based upon 180 days of search activity linked to an anonymous cookie in your browser."

Potential advantage:

If Personalized Search takes off and customized results appear for each user, conversion rates from organic listings should increase because of improved relevancy. Essentially, Google will be helping to qualify your traffic for you.

Potential disadvantage:

For some businesses, the exact ranking for primary keywords can mean the difference of thousands of visitors, thus monitoring keyword rankings objectively is important to predicting traffic volume. It may become impossible to generate an objective ranking or visibility report, because each user is served up different results.

How should you respond?

Not all Web sites have the type of content that provides the answer to problems people are trying to solve through search engine use. If you want to increase your chances of appearing within the personalized results of your target audience, you need to get to know them better than ever before. You also need to provide content for them, as well as the search engines, which shows that you know them and what they're seeking.